Avoid swerving the less sexy side to brand management.
Tackle it head-on.
Nobody ever wants to take ownership of the mundane.
Take corporate stationery as just one example. Brand offload it to Facilities. Facilities offload it to Legal. Legal offload it back to Brand and the onerous cyle continues.
Except, when it boils down to it, it will always come back to brand management like a boomerang. Regardless of whether a letterhead is sporting the wrong office address or the wrong logo, it ultimately affects your brand's reputation, and you, as a brand manager, need to bite the bullet and take back control.
The nitty gritty, the nuts and bolts, the templates, the toolkits, the image banks don't seem as sexy and exciting as working with an agency on your new brand advertising campaign so it's easy to let things slip. Global marketing work in silos unconnected to your central brand team and before you know it, you've lost your grip on the basics. Your brand becomes diluted, your imagery is just a plethora of disconnected stock shots and you get made aware of a client mailing that's still going out on pre-merger headed paper two years on.
It probably doesn't help that your company has no central file sharing platform, has hundreds of legal entities and numerous global office locations which makes total control impossible doesn't it? Well actually no. Where there's a will, there's a way.
IGNITE can help you instil that brand discipline across all the basics from the very beginning.
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The Brand Police are watching.
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